SlideShare a Scribd company logo
by Adrien Montcoudiol
(@adrienm)
“MOBILE IS EATING THE
WORLD”
Ben Evans
I think the biggest mistake we made
as a company is being too much on
HTML5 as opposed to native.
“
(Facebook’s first mobile app was on HTML5)
Go mobile first
!
or at least be mobile friendly
first of all:
build the best product
user testing
!
individual testing
ongoing
Goals: Test perception and usability
user testing
!
individual testing
ongoing
Tools & Resources:
!
Guide: bit.ly/individualtesting
UserTesting (Free: Peek)
LookBack.io
Typical setup
user testing
!
qualitative testing
6 months before launch
Goals:
Gather 50-150 beta users you can talk to on a regular basis.
Search for hooks (3 days of active use) & must-haves (3 weeks)
Identify core product value.
user testing
!
qualitative testing
6 months before launch
Tools:
!
Testflight
(up to 1000 beta testers for free based on email address)
Diawi
PreApps (community of early adopters)
user testing
!
quantitative testing
4 months before launch
Goals:
Test your app with 5-10k unbiased users.
Get actionnable stats on conversion rates and retention.
!
user testing
!
quantitative testing
4 months before launch
Great Case Study (Tempo AI):
!
bit.ly/tempotesting
launch:
create excitement
Mailbox Case Study
Dec 2012: The Viral Video
Originally, Mailbox planned to charge $3 for the app, but
that changed after its debut video attracted more than 1
million views.
!
!
“We originated too much interest too fast,” Underwood
said.
!
!
So instead of charging on day one and potentially crashing
its servers (which would greatly damage the brand), the
team decided to make the app free but give people access
at a slower rate.
The bandwagon effect
“The bandwagon effect is a phenomenon whereby the rate of
uptake of beliefs, ideas, fads and trends increases the more that
they have already been adopted by others.” (Wikipedia)
The best email app you’ll ever use.“
acquired by dropbox for $100mm
If you are not embarrassedby the first
version of your product,you've launched
too late.
- ReidHoffman.
“
only if you’re looking
for product-market fit.
pr
Make their job easy
PR
PERFECT EMAIL TO BLOGGERS: SHORT & INFORMATIVE
!
What is your app: 3 lines
Why it is cool: 3 lines
Link to App Store (generic > your landing page)
Pictures
Youtube video link (appears on Gmail)
No PDF or word document
!
Good timing: early in the week (avoid Apple keynote…)
Great timing: newsjacking (ex: Lima during NSA scandal)
PR
RESOURCES:
!
Great guide to PR: bit.ly/guidetopr
List of blogs to get reviews: bit.ly/getappreviews
!
TOOLS:
!
BuzzSumo
Little Bird / NeoReach
PlaceIt
apple featuring
1.2 million apps
Where you
want to be
2013: 700 000 downloads
last week of 2013 (featured):
2.8 Million downloads
Build a great app (excellent UI & UX)
Use latest iOS innovations: iCloud, Game Center,
Passbook, Apple Pay, Touch ID.
Be universal: iPhone and iPad, EN/FR/ES/DE/IT
iOS only
Get in touch with Apple: 3 weeks before, at least.
increase chances
APP STORE MARKETING
What matters most?
!
1. description (25%)
2. reviews (24%)
3. images (23%)
4. stars (13%)
5. icon (13%)
AB Testing tool for App Store content:
StoreMaven
App Store:
!
- Keywords in the app’s
keyword set
- Keywords in the app’s
title
- Nb of downloads on a
specific period of time
- Rating
Google Play Store:
!
- Total nb of downloads
- App quality (engagement,
uninstalls…)
- Rating
- Keywords
- Nb of backlinks
- Social proof (G+ & FB)
Ranking algorithm
RESOURCES: AppCodes, AppAnnie, bit.ly/asocheatsheet
LOCALIZATION
After a week for iPhone.
(Study based on 200 apps, 2012 - Distimo)
the immediate impact of adding the native language
DOWNLOADS REVENUE
7 languages = 76%
of the market
LOCALIZATION
English, Chinese, Japanese, Spanish, German, French, Russian
ASO is useless
app REVIEWS
REVIEWS
Ask the most
engaged users.
REVIEWS
Learn from
unsatisfied users.
REVIEWS
Apptentive / Helpshift:
in-app feedback and
rating prompts
REVIEWS
Fight negative reviews.
App in the Air tactics: find them and change
their mind:
- look for the nickname on Google
- naming convention: “jdoe” => search “doe” in DB
- use country in search
- use social apps commented by this user
paid acquisition
Boost launch with ads
Many downloads on a
short period of time
enable apps to rank
high very fast.
US:
top 10 overall = 40-50k
downloads daily
!
FRANCE:
top 10 overall = 12-15k
downloads daily
Source: Distimo
most popular platforms
Facebook Ads
Twitter Ads
Adsense Display
AdMob
Tapjoy
Appsfire
opportunities
Hyper targeting with deeplinking.
performance tracking
tools
!
MobileAppTracking
TapStream
Appsflyer
soon: new itunes connect analytics
User Activation
20% of your “users”
will open your app
only once
Source: Localytics
you should spend 50%
of your work on the
first 60 seconds on
your app
!
!
During the sign up flow, you have more
attention from your users than you will ever
again. Don’t make it as short as possible!
Help them learn the product in a
meaningful way.
Onboarding goals:
!
1. Explain how your application works.
2. Motivate your users to get started.
3. Let your users know how to get
help, if and when they need it.
Onboarding goals:
Resources
Inspiration: UXArchive, Mobile
Patterns, Pttrns, Android Niceties,
Little Big Details
!
AB testing tools: Leanplum, Apptimize
activation
=
Aha moment
have them experience asap the
core value of your product
Facebook: 10 friends (goal: 7 days)
Twitter: following 30 people
Fake it till you make it
Reddit created fake users to generate fake activity:
it made it easier for new users to understand what
was Reddit for.
Virality
sharing
=
win-win incentive
Uber: give $20 and get $20
Google Inbox: give exclusive invite and look cool
integrate with existing
networks
80% top grossing US apps use Facebook login.
!
+26% increase in engagement
Source: http://slidesha.re/1EDpRRC
Tap in the address book
Have people send SMS invitations to
their friends containing the download
link and experience conversion rates
from 30 – 50%.
Source: http://bit.ly/1udykIh
social media
Twitter App
Cards (Free)
Smart App
Banner
social media
adapt to your target
Example: Rooms (by Facebook)
Weird QR code invitation system
wHY??
“You can't share a URL on Instagram or Snapchat
Chat, but you can share a photo. We knew the
novelty of screenshoting would be our biggest
hurdle but also saw once people learned it became
our A+ feature.”
!
Josh Miller (Product at FB)
bring the experience to non-users
Blab enables non-users to watch videos sent by
users without downloading the app.
bring the experience to non-users
Tinder’s matchmaker enables non-users to be matched
with other people by friends using the app.
Personalization
+25% bookings
Tools:
Yozio,
Branch.io
track & optimize every metric
!
sharing rate = senders / signups
spread rate = recipients / sender
click rate = clicks / recipient
referral conversion rate = registrations / click
viral coefficient over a period of time by channel
retention:
The biggest mobile
challenge
don’t fill a leaking bucket
“retention is king”
Read Jamie Quint’s great article:
http://bit.ly/retentionisking
65% of people stop
using apps three
months after install
!
(Appboy)
(Flurry)
understand your users
1. Isolate the most active users
2. Analyse their data, talk to them and find patterns.
3. Analyse the lest active users and find patterns.
4. Encourage active behavior
5. Optimize
understand your users
Twitter: way better results when 1/3 of the
people you follow get to follow you back.
Secret: 90% of users that engage in a
conversation come back within the week, often
several times per day.
external Engagement tactics
1. Push notifications
2. App updates
3. Badging
4. Emails
Push notifications
Timely + personal = win
Tools: Parse Push, Appboy
Push notifications
Ask for authorization before pushing the pop up.
Push notifications
Push notifications examples
Push notifications examples
Push notifications examples
Timely + personal = win
People will love them and share them.
again:
why email is still key:
App Updates
Brand building
build an engaging product
gamification
Foursquare
Rivalry is a great motivating
factor, which is why the best
online businesses have learned
to harness it. Collecting points,
chasing people in rankings and
contributing to common
results keep users engaged.
Create a habit
Shopkick (in-store discounts)
Problem: most people don’t go
shopping every day.
Solution: redesign the app for a
daily use to create an habit.
So they launched a feed of
discounts on the app and they
focused on content. It may not be
the core value of the product, but
it creates habit and more people
then open the app in store.
in a nutshell
1. build your product right
2. understand your users
3. optimize
sources (and resources):
http://ben-evans.com/#blog
https://appmarketingdaily.com/
https://medium.com/@bayramannakov
http://iosdevweekly.com/
http://andrewchen.co/
http://sarlitt.me/
http://michaelvallez.com/
http://cafe-numerique.com/ (FR)
http://blog.appcod.es/
http://apptamin.com/blog/
http://appmarketer.co/
http://trademob.com/blog/
http://asoprofessional.com/
http://insidemobileapps.com/
http://info.localytics.com/blog
Get the best articles and tools on
mobile growth marketing:
http://mobilegrowth.launchrock.com
Thank you!
If you need help or want to chat about your
mobile growth strategy:
!
amontcoudiol@gmail.com
@adrienm

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